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CAA Marketing has a new name: Observatory Marketing.

The rebrand comes half a year after private equity fund Stagwell Media acquired a majority stake in the Creative Artists Agency's entertainment marketing division. Though CAA retains a minority stake in the company, Observatory is now its own company.

The firm will be helmed by CEO Jae Goodman, who has been CAA Marketing's co-head and chief creative officer since 2006. The firm has won four Cannes Grand Prix awards and developed Emmy-winning work for Chipotle; it also worked on content-driven campaigns for Coca-Cola, GM, Diageo and others.

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